The new campaign "Be protected from the unexpected" uses a CGI penguin Erik, which will become the brand mascot across all media channels.

As well as a TV spot, which debuts on 16 June, the drive will involve significant digital activity across PPC and social platforms.

Watch the ad here:

Adrian Watson, managing director of beprotectedinsurance.com, said: "We offer people looking to buy insurance something different. It is a very personal experience that uses the latest technology to find the best deals available on the market.

“We wanted the creative to really stand out and provide a theme for our wider campaign. Beautiful Minds has done a great job in creating a campaignable concept.”

Beprotectedinsurance.com recently doubled its office space in Leeds to 5,000 sq ft in Wellington Park House and announced plans to recruit 100 new staff.